Nautilus, Inc. has introduced a new direct response advertising campaign that encourages Americans to embrace lasting weight loss by increasing their physical activity.
The new campaign includes an appearance by Gregg Hammann, Nautilus chairman and CEO, outlining the overarching mission of “getting America moving” in two 60-second direct-response advertisements that offer a 52-page catalog featuring educational tips along with more than 150 fitness equipment, apparel and nutrition items.

The campaign reflects a capstone to the company's three-year effort to transition its business from a holding-company structure to a “power of one” multi-brand, multi-channel company that can serve a broad range of consumer preferences with high-quality fitness products wherever they want to shop or exercise. The company is now positioned to cascade its innovations across multiple channels of distribution and price points, and to evolve its marketing to emphasize fitness education instead of just products. Nautilus is now positioned to start proactively addressing the health care crisis.

“Seven out of ten Americans are overweight. Fad diets, pills, and gimmicky products are not solving the problem. And the truth is, most folks want to get in shape but don't know how,” Hammann explains in one advertisement. “Well, there is an answer. The key to lasting weight loss is simply to move.”

The campaign marks several firsts for Nautilus, Inc. It's the first time the company has showcased its family of fitness brands — Nautilus, Bowflex, StairMaster and Schwinn Fitness and it's the first time the company has directly addressed the health crisis of inactivity that is gripping America and other industrialized countries.

“We feel compelled to encourage people to move more, with the crisis of inactivity costing Americans about $300 billion in increased health costs — nearly $2,700 annually per household. By being proactive and preventative through educating people on fitness we can make a difference,” says Hammann.

“We think the proper action is to weave in educational and motivational information into our marketing efforts as we bring to market a new generation of innovative fitness products and accessories. In addition to testing this direct response advertising approach, we are now including educational information from professional trainers and fitness authorities in our advertising, catalogs, point-of-sale information, and through the Nautilus Institute.”